One in seven adults changes churches each year, and another one in six attends a handful of churches on a rotating basis, according to the Barna Group, a marketing research firm that serves churches. Church shopping isn’t a matter of merely changing congregations: A survey by the Pew Forum on Religious and Public Life last year indicated that 44 percent of American adults have left their first religious affiliation for another. “Constant movement characterizes the American religious marketplace,” a survey summary said.
When the Barna Group studied what believers look for in a new church, doctrine and belief ranked at the top of the list of the most important factors, while more mundane or aesthetic concerns (music, parking, comfortable seating) were less important. And the free market in faith has been good for America’s religious life. All that hopping across denominational lines likely helped produce a less rigid, better informed, more ecumenical religious culture.